Three insights into how B2B customers buy
GUIDES & TOOLS / ROUTEMAP

Empower B2B Buyers: Help them decide faster and buy smarter

Published: August 2025

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GUIDES & TOOLS / ROUTEMAP

Executive summary

B2B buying isn’t what it used to be. Today’s customers face complex, time-consuming decisions that go way beyond just the best product or price. There are more people involved, more uncertainty, and far less time for sales conversations.

If your business wants to close more deals in 2025 and beyond, it needs to do more than sell. It needs to simplify the buying journey.

This article explores three evolving trends in how B2B buyers make decisions and how you can adapt to meet them.

1. B2B buying is no longer a solo act

Once upon a time, a sales deal might rest on the approval of a single decision-maker. Today, that’s no longer the case. The average B2B purchase now involves six to 10 stakeholders, according to Gartner research.1

Each stakeholder has their own priorities: cost, compliance, performance, risk management, department initiatives. Reaching consensus often takes longer than evaluating the product itself. You can accelerate the process by:

  • Mapping out stakeholder personas: Go beyond the buyer. Consider who influences the purchase and look at it from their point of view. Whether it’s finance, legal, IT, or operations, think about their individual pain points and key information they need to make decisions.
  • Anticipating objections: Prepare materials that speak to different concerns: ROI calculators for finance, security sheets for IT, sustainability data for CSR teams.
  • Facilitating internal alignment: Provide summaries, comparison charts, and pre-read decks they can use to align stakeholders internally.

Real-world insight

Improve faster deal cycles by providing decision kits designed for individual stakeholders, such as tailored PDF summaries that help buying teams present internally.

Key takeaways

  • Expect 6-10 stakeholders on average per deal.
  • Build messaging tailored to different functions.
  • Provide tools like internal pitch decks buyers can share internally to win consensus.

2. Information overload is stalling B2B decisions

B2B buyers now complete 70% of their journey before speaking to a single salesperson, and they typically initiate the first contact.2 Buyers now actively avoid salespeople and prefer to research independently.

But that doesn’t mean they’re confident.

There’s so much content available online, and much of it is inaccurate or incomplete. Unfortunately, AI isn’t helping sort through fact from fiction. After reviewing conflicting information, it can lead to information paralysis. Instead of empowering buyers, it’s increasing buying cycles and analysis paralysis.

And it’s causing them to second-guess their decisions. More than 80% of buyers say they are unhappy with the buying decisions they made at the end of the purchase cycle.3

Help buying teams by:

  • Shifting from selling to guiding: Think like a buying coach. Help customers clarify their needs and navigate trade-offs, guiding them to the specific answers they need.
  • Curating your content: Don’t bombard buyers with every detail. Help them discover the right content at the right moment.
  • Using prescriptive language: Instead of presenting 10 features or options, direct buyers toward solutions that address their specific pain points. For example: “If you’re struggling with X, here’s the option for you.”

Real-world insight

Shorten the sales cycle by using interactive tools like a solution finder widget that help buyers clarify their needs and match them with the right products, reducing the need for excessive research.

Key takeaways

  • 70% of the buying process is completed independently.
  • Too much information = decision paralysis.
  • Use guided, prescriptive content to ease choice overload.

3. Your website has replaced the sales meeting, but…

If buyers aren’t calling your team, they’re likely browsing your website. And what they find there (good or bad) can determine if you ever hear from them at all.

80% of buyers now prefer digital-first transactions versus traditional sales methods.4 They want self-service portals for research and product comparisons, instant digital quotes, and automated order processing and fulfillment.

Done right, it can be powerful. Buyers are more likely to choose suppliers with a strong digital experience and are more likely to convert.5 But, keep in mind, they’re comparing that experience to consumer websites like Amazon.

However, many B2B sites still fall short. Common frustrations include:

  • Confusing product hierarchies
  • Lack of self-service options
  • Design that’s not intuitive

In fact, Forrester research shows that nearly two-thirds of all content is not easily accessible or relevant to buyers. To avoid this, you can:

  • Think like a buyer: Test your site and make sure you can find anything you want within a few clicks.
  • Create guided journeys: Offer product finder widgets, needs-based sorting, compare tools, or other ways to evaluate different options.
  • Include “trust builders:” Sales don’t happen without trust. Consider strategic placement of testimonials, demo videos, and case studies to help buyers feel confident before engaging sales.

Real-world insight

Increase conversions by redesigning your digital catalog to mimic consumer eCommerce sites, including reviews, product bundles, and real-time inventory to build trust and reduce friction in self-service buying.

Key takeaways

  • A strong digital experience is significantly more likely to win deals.
  • Prioritize speed, clarity, and helpfulness on your website.
  • Guide users with tools and trust-building content, such as ROI calculators and product comparison tools.

Don’t just sell. Help them buy.

The modern B2B buyer is overloaded, time-starved, and surrounded by internal complexity. They don’t need another pitch. They need a partner who simplifies the journey.

Whether that’s through tailored messaging for stakeholder groups, guided digital content, or a more intuitive website, companies that invest in reducing buyer friction will come out ahead. Think beyond transactions. Think about making buying easier. That’s where the opportunity lies.

Disclaimer: The information provided on this page does not constitute legal, tax, finance, accounting, or trade advice, but is designed to provide general information relating to business and commerce. The FedEx Small Business Hub content, information, and services are not a substitute for obtaining the advice of a competent professional, for example (but not limited to) a licensed attorney, law firm, accountant, or financial adviser.